• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.475-485
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• 2012

The purpose of this research study was to identify the factors that influence comsumer who make decisions on preferred coffee types. Data was collected for a month from September $12^{th}$ to October $10^{th}$, 2010 from 807 participants who visited a cafe' in Seoul. The Limdep(LIMited DEPendent) 8.0 program was used in analyzing the determinants for preferred types of coffee using the multinomial logit model(MNL) approach. The results revealed that there were four taste preference groups being Espresso, Americano, Cafe' Late, and Cafe' Mocha ; as well as confirming that demographic characteristics influenced the coffee selection attributes, type of packaging, preferred coffee brand, and visit frequencies. This study found seven coffee selection attributes were significant factors in influencing patrons choices for purchasing speciality coffee being age range, profession, packing status, elation, superficial appearance, weight control, and habitual, respectively. The research reflects the coffee selection attributes by the customers' preference and concludes that it would be helpful to make marketing strategy for particular coffee brands.

• 한국공간정보시스템학회:학술대회논문집
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• 2007.06a
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• pp.436-440
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• 2007

ArcView와 연동하는 SWAT(Soil and Water Assessment Tool)은 수문평가 도구로써 사용되는 모형이다. 이러한 SWAT모형은 유역의 서로 다른 표면 특성을 반영할 수 있도록 대상유역을 몇 개의 소유역으로 나누고 소유역 내에서 유사한 특성을 나타내는 HRU으로 세분화한다. 모형에서는 유역부분과 수체부분으로 나누어 모의가 이루어지며 각 소유역에서 물수지식에 따라 강우량, 지하수로의 침투량, 증발산량, 그리고 표면 유출량을 산정한다. SWAT 모형은 많은 입력 자료가 있으며 그 중에서도 소유역 개수와 HRU개수가 SWAT 모형의 결과에 많은 영향을 미칠 것으로 생각되어 본 논문에서는 이에 대한 영향을 분석하였다. 연구 대상지역은 함평천 유역으로 전라남도 함평군과 무안군 사이에 위치하고 있으며 유역의 면적은 $196.4km^2$이고 유역의 대부분이 산지와 농업지역으로 이루어져 있다. SWAT 모형을 모의하기 위한 지형자료는 1:25,000 수치지도, 농업과학기술원의 1:25,000 정밀토양도, 환경부의 토지피복도를 사용하였고 기상자료와 강우자료는 목포기상관측소의 자료를 사용하였다. 매개변수를 추정하기위해 환경부의 오염총량관리 세유역을 사용하였으며 모의 결과를 실측치와 비교함으로서 매개변수를 추정하였다. 추정된 매개변수를 이용하고 연구대상지역의 소유역 개수와 HRU개수를 여러 가지로 변화시켜 모의하였으며 그 결과를 실측치와 비교하여 최적 소유역 개수와 HRU 개수를 추정하였다. 본 연구의 결과는 SWAT모형 수행시 소유역의 면적에 대한 객관적인 기준을 제시할 수 있을 것이다.

• Journal of Environmental Impact Assessment
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• v.24 no.1
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• pp.35-50
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• 2015

The purposes of this study are to apply species distribution modeling in urban management planning for habitat conservation in non-urban area and to provide a detailed classification method for management zone. To achieve these objectives, Species Distribution Model was used to generate species richness and then to compare with the results from land suitability assessment. 59 species distribution models were developed by Maxent. This study used 15 model variables (5 topographical variables, 4 vegetation variables, and 6 distance variables) for Maxent models. Then species richness was created by sum of predicted species distributions. Land suitability assessment was conducted with criteria from type I of "Guidelines for land suitability assessment". After acquiring evaluation values from species richness and land suitability assessment, the results from these two models were compared according to the five grades of classification. The areas with the identical grade in Species richness and land suitability assessment are categorized and then compared each other. The comparison results are Grade1 10.92%, Grade2 37.10%, Grade3 34.56%, Grade4 20.89% and Grade5 1.73%. Grade1 and Grade5 showed the lowest agreement rate. Namely, development or conservation grade showed high disagreement between two assessment system. Therefore, the areas located between urban, agriculture, forest, and reserve have a tendency to change easily by development plans. Even though management areas are not the core area of reserve, it is important to provide a venue for species habitat and eco-corridor to protect and improve biodiversity in terms of landscape ecology. Consequently, adoption of species richness in three levels of management area classification such as conservation, production, planning should be considered in urban management plan.

• Journal of the Korean Data and Information Science Society
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• v.22 no.4
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• pp.671-678
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• 2011

Data mining searches for interesting relationships among items in a given database. The methods of data mining are decision tree, association rules, clustering, neural network and so on. The decision tree approach is most useful in classification problems and to divide the search space into rectangular regions. Decision tree algorithms are used extensively for data mining in many domains such as retail target marketing, customer classification, etc. When create decision tree model, complicated model by standard of model creation and number of input variable is produced. Specially, there is difficulty in model creation and analysis in case of there are a lot of numbers of input variable. In this study, we study on decision tree using intervening variable. We apply to actuality data to suggest method that remove unnecessary input variable for created model and search the efficiency.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.209-229
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• 2004

Although the site evaluation factors that affect the navigation pattern are well documented, the attempt to explore the difference in the relationship between navigation pattern and site evaluation factors by post hoc segmentation approach has been relatively rare. For this purpose, this study constructs the structure equation model using web-evaluation data and log file of a community site with 300,000 members. And then it applies the structure equation model to each segment. Each segment is identified by mixture model. Mixture model is to unmix the sample, to identify the segments, and to estimate the parameters of the density function underlying the observed data within each segment. The study examines the opportunity to increase GFI, using mixture model which supposes heterogeneous groups in the users, not through specification search by modification index from structure equation model. This study finds out that AGFI increases from 0.819 at total sample to 0.927, 0.930, 0.928, 0.929 for each 4 segments in the case of the community site. The results confirm that segment level approach is more effective than model modification when model is robust in terms of theoretical background. Furthermore, we can identify a heterogeneous navigation pattern and site evaluation variation in the community website at segment level.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.203-209
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• 2016

The advertising media is undergoing a dramatic change mainly due to the increased use of smartphone. This study predicts the future of the advertising industry driven by the mobile advertising using scenario planning. Targeting technologies, restriction on the use of personal information, and overcoming ad avoidance were selected as key uncertain variables expected to impact on the growth of the mobile advertising 5 years later. With the support by expert interviews, the $2{\times}2$ matric combines two cases to generate four scenarios; the one whether mobile ads surpass PC-based online ads, the other whether the combined force of mobile and PC-based ads surpass the traditional media in advertising spendings. Each scenario is articulated according to the future of key variables. The most likely scenario is that mobile will dominate the advertising media market. However, it is important not to ignore different scenarios because key variables evolves in unexpected manner and then they can become reality. The future research will combine its key variables with social and economic ones and segment technical variables in more details.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.240-253
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• 2016

The purpose of this study is to predict factors influencing participant demand for the temple stays and to help find alternatives for temple stay marketing strategies. Specifically, the study sought to examine input variables on the visit frequency of temple visitors who partook in temple food. Research subjects were temple stay participants with experience with temple food. Through convenience sampling method, 300 self-administered questionnaires were distributed to participants at 4 temple stays in Seoul. Of the 278 questionnaires collected, 232 (83%) were used for research analysis. Given that the requirement that proper model for analysing the collected data be applied, the Truncated Negative Binomial(TNB) Poisson model, which is useful for analysing count data that are truncated at '0' and overcrowded with a certain value, was selected fort his study. Study results found that, for temple stay food revitalization, the most crucial item for temple food proponents to recognize is natural food ingredients. The degree of affection was higher among respondents over 40 years of groups and with incomes over 40 million won or more than others. In addition, unmarried and male were higher than married and female, and the Christian population in the temple food demand higher impact than Shamanism community. This match should be a priority to establish an in-depth public relations policy of targeted marketing of consumers according to various demographic characteristics. Active and aggressive efforts to expand food inspection are required to promote the healthy image of the temple food to the fragmentation of consumer marketing hierarchy.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.73-91
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• 2006

This study was conducted for market segmentation of cruise tourist according to launching the "T" in Busan. Benefit segmentation was used to identify attributes of cruise services; importance of ship's physical appearance and importance of service and activities. 24 attributes were distilled to 5 factors: 'Facility & Service', 'Atmospherics of cruise ship', 'Escape', 'Choice', 'Safety'. A K-means cluster analysis identified three clustered segments for five importance factors in which high loyalty customers were found to be the most important segment. Based on the findings, three distinct groups were formed: 'Moderators', 'High Loyalty', 'Spurious'. The most important factors by high loyalty groups were identified 'Safety', 'Facility & Service', 'Atmospherics of cruise ship', 'Choice', 'Escape' in order. The results of the study showed statistically significant differences among the three groups in terms of demographic and behavioral variables. Especially, the target market should be considered by 'High Loyalty' group and 'Moderators' group in order. Positioning strategies and marketing mix strategies for effectively targeting the segments were discussed.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.64-76
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• 2010

This research presented research objective on service recovery equity and related scientific purpose and a practical view based on actual problems and needs of hotel restaurant service management, deriving following research results. First, through considering previous research related to service recovery equity, theoretical system on segmentation of customer appraisal through business situation variables and recovery equity are presented. Second, in the enlarged meaning of existing recovery equity and related previous research, relationship was examined closely through an analysis of new causal relationship on recovery equity and research on relationship between recovery equity and customer appraisal. Third, the effect of service recovery equity affecting consequences on satisfaction and the intention of action were analyzed through customer appraisal and examined the relationship between service recovery equity and customer attitude. In this research, implications on future scientific and practical views based on the results are as follows. Not only the necessity of further research on the general service industry but also research on customer appraisal systems were suggested by offering parameters segmented from service recovery through customer satisfaction and intention of action for customer appraisal.

• Journal of Korea Technology Innovation Society
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• v.10 no.1
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• pp.73-97
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• 2007

R&D into future technologies should be conducted in conjunction with technological innovation strategies that are linked to corporate survival within a framework of information and knowledge-based competitiveness. As such, future technology strategies should be ensured through open R&D organizations. The development of future technologies should not be conducted simply on the basis of future forecasts, but should take into account customer needs in advance and reflect them in the development of the future technologies or services. This research aims to select as segmentation variables the customers' attitude towards accepting future telecommunication technologies and their value orientation in their everyday life, as these factors wilt have the greatest effect on the demand for future telecommunication services and thus segment the future telecom service market. Likewise, such research seeks to segment the market from the stage of technology R&D activities and employ the results to formulate technology development strategies. Based on the customer attitude towards accepting new technologies, two groups were induced, and a hierarchical customer segmentation model was provided to conduct secondary segmentation of the two groups on the basis of their respective customer value orientation. A survey was conducted in June 2006 on 800 consumers aged 15 to 69, residing in Seoul and five other major South Korean cities, through one-on-one interviews. The samples were divided into two sub-groups according to their level of acceptance of new technology; a sub-group demonstrating a high level of technology acceptance (39.4%) and another sub-group with a comparatively lower level of technology acceptance (60.6%). These two sub-groups were further divided each into 5 smaller sub-groups (10 total smaller sub-groups) through two rounds of segmentation. The ten sub-groups were then analyzed in their detailed characteristics, including general demographic characteristics, usage patterns in existing telecom services such as mobile service, broadband internet and wireless internet and the status of ownership of a computing or information device and the desire or intention to purchase one. Through these steps, we were able to statistically prove that each of these 10 sub-groups responded to telecom services as independent markets. We found that each segmented group responds as an independent individual market. Through correspondence analysis, the target segmentation groups were positioned in such a way as to facilitate the entry of future telecommunication services into the market, as well as their diffusion and transferability.